The most important thing to remember now a simple sentence: “It’s not for you.”
So you run an Indian restaurant on 6th Street in New York and you have a $24 spicy vindaloo, if you finish it you get it for free, it’s that spicy.
And someone comes to the restaurant and says, “I hate spicy food,” it’s really obvious what you should do, and it’s not take it off the menu.
It’s saying to that person “Vaselka, Ukrainian food, is two blocks away, nothing in the restaurant is spicy, here’s their phone number, thanks for stopping by.”
“What I sell is not for you.”
Being able to do that is hugely powerful.
So I look at the 100 most loved books ever written, all of them have more one-star reviews on Amazon than any book I’ve ever written – all of them. Because if you’re going to write To Kill A Mockingbird or Harry Potter a lot people are going to read it, and if a lot of people are going to read it, some of them are going to need to say, “It’s not for me.” And the way they do that is by writing a one-star review.
But Harper Lee shouldn’t have read her one-star reviews because it’s not going to make her a better writer tomorrow. All it says is “I don’t like spicy food.”